The Minnesota Wild have scored big by teaming up with Fanatics, the renowned global digital sports platform and licensed sports merchandise provider. This long-term partnership aims to supercharge the retail experience for Wild fans, both in-person at the Xcel Energy Center and online at HockeyLodge.com. Fanatics will now take the reins as the team’s official retail partner, overseeing all physical retail outlets at the arena and running the team’s web store.
Fanatics, through its league-wide partnership with the NHL, had already powered the Wild’s official e-commerce site. Now, with this expanded collaboration, Fanatics will bring a unified shopping experience to Wild enthusiasts in and out of the arena. The goal is to seamlessly connect online and in-venue retail operations, ensuring that fans have a consistent and convenient shopping experience whether they’re browsing on the web or gearing up at games.
Carin Anderson, the Senior Vice President of Corporate Partnerships and Retail Management for the Minnesota Wild, is excited about the new partnership. She promises fans an enhanced shopping experience both in-store at the revamped Xcel Energy Center store and on the team’s online platform, with a wider assortment and increased availability of their beloved team’s gear.
As part of this deal, Fanatics will heavily invest in upgrading retail spaces at the Xcel Energy Center, from stores to kiosks, to enhance the shopping experience during key events and games. By integrating e-commerce and in-venue retail, Fanatics aims to provide a smooth and consistent shopping environment for Wild supporters.
With exclusive licensed apparel rights from the NHL, Fanatics will expand the offering of high-quality team merchandise for Wild fans. As the NHL’s official provider of on-ice uniforms starting this season, fans will have the opportunity to snag authentic Fanatics-branded jerseys, made in Canada and worn by players during games, for the first time in over a decade. Alongside Fanatics products, the retail range will feature items from top brands like Mitchell & Ness, New Era, WinCraft, UNRL, SotaStick, and Levelwear, catering to every fan’s style.
Ed O’Brien, the Senior Vice President of Business Development at Fanatics, is thrilled about the partnership with the Wild. He recognizes hockey’s significance in Minnesota’s culture and pledges to deliver an unparalleled shopping experience for fans to celebrate the game and show unwavering support for their team on game days and beyond.
In recent months, Fanatics has been busy enhancing and renovating The Hockey Lodge, the team’s flagship retail location, in preparation for a grand opening event on September 21 at 11 a.m. This event will coincide with the unveiling of the new collection of authentic and replica jerseys, bringing an added buzz to fans eager to get their hands on the latest gear.
This collaboration marks the Minnesota Wild as the third NHL team where Fanatics operates both in-venue and e-commerce retail. The Wild now stands alongside other Minnesota sports organizations, including the NBA’s Timberwolves, the WNBA’s Lynx, the NFL’s Vikings, and the University of Minnesota Athletics, in partnering with Fanatics to provide top-notch retail experiences for their fans.
